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All Journal JURNAL ECONOMIA MANAJERIAL Journal of Economic, Bussines and Accounting (COSTING) International Journal of Social Science and Business
Rudi Yacub
Universitas Putra Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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ANALISIS PENGARUH PEMASARAN DIGITAL (DIGITAL MARKETING) TERHADAP BRAND AWARENESS PADA E-COMMERCE Yacub, Rudi; Mustajab, Wahyu
Manajerial : Jurnal Manajemen dan Sistem Informasi Vol 19, No 2 (2020): Manajerial: Jurnal Manajemen dan Sistem Informasi
Publisher : Program Studi Pendidikan Manajemen Perkantoran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/manajerial.v19i2.24275

Abstract

This study aims to determine whether there is an effect of digital marketing (digital marketing on brand awareness), while the independent variables are Twitter (X1), Instagram (X2) and Facebook (X3) and the dependent variable is brand Awarness (Y). using multiple linear analysis techniques.For data collection researchers used an online questionnaire via Google form.The results of the data processed showed that digital marketing variables using Instagram and Facebook had a significant influence on brand awareness, namely with a tcount of 19,580 and significance of 0,000 so that H1 was insulted (X2 ).
The Effect of Experiential Marketing and Emotional Marketing on Customer Loyalty in “LGS” Showroom Yacub, Rudi; Saleh, Khaerul; Putra, Maha
International Journal of Social Science and Business Vol 6, No 1 (2022): February
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v6i1.44612

Abstract

Along with rapid development of transportation, increasingly fierce competition also encourages business people to continue to innovate in making marketing strategies in order to attract customers attention and maintain customers loyalty. Customers not only appraise product and service based on its quality, but also through marketing strategies. Marketing strategies can be carried out aggressively through experiential approach and emotional approach to customers. This study aims to examine the effect of experiential marketing and emotional marketing on loyalty of LGS showroom customers. The sampling method used was non-probability sampling with purposive sampling type. The population in this study was 230 LGS showroom customers in the last three years. Meanwhile, the sample in this study was 70 LGS showroom customers who had made repeated purchases. The data collection conducted  by distributing questionnaires. This study employed multiple linear regression data processing that had met the requirements of validity, reliability, and partial hypothesis testing t-test, with the Statistical Product and Service Solution program (SPSS version 24). This result found that experiential marketing and emotional marketing significantly affect customer loyalty in “LGS” showroom
Pengaruh Brand Awareness, Brand Image dan Brand Loyalty Terhadap Brand Equity Pada Pengguna Produk Nike di Kabupaten Tangerang Rudi Yacub
COSTING : Journal of Economic, Business and Accounting Vol 4 No 1 (2020): COSTING : Journal of Economic, Business and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v4i1.1240

Abstract

The sports industry has a very large potential income and is followed by the enthusiasm of the community to exercise, which is an opportunity for entrepreneurs in the sports equipment industry. The objectives of this study are: First, to explore the effects of brand awareness on brand equity. Second, to explore the effect of brand image on brand equity. Third, explore brand loyalty to brand equity. The data collection method is convenience sampling. The research sample was collected from 160 respondents, who use Nike products in Tangerang Regency. The data analysis technique used in this study is multiple regression analysis through the Statistical Package for the Social Science computer program version 18. The results are: (1) brand awareness has a positive impact on brand equity; (2) brand image has a positive impact on brand equity; (3) Brand loyalty is the main impact on brand equity Keywords : Brand Awarness, Brand Image, Brand Loyalty, Brand Equity
The Effect of Experiential Marketing and Emotional Marketing on Customer Loyalty in “LGS” Showroom Rudi Yacub; Khaerul Saleh; Maha Putra
International Journal of Social Science and Business Vol. 6 No. 1 (2022): February
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v6i1.44612

Abstract

Seiring dengan perkembangan transportasi yang semakin pesat, persaingan yang semakin ketat juga mendorong para pelaku bisnis untuk terus berinovasi dalam membuat strategi pemasaran guna menarik perhatian pelanggan dan menjaga loyalitas pelanggan. Pelanggan tidak hanya menilai produk dan layanan berdasarkan kualitasnya, tetapi juga melalui strategi pemasaran. Strategi pemasaran dapat dilakukan secara agresif melalui pendekatan experiential dan pendekatan emosional kepada pelanggan. Penelitian ini bertujuan untuk menguji pengaruh experiential marketing dan emotional marketing terhadap loyalitas pelanggan showroom LGS. Metode pengambilan sampel yang digunakan adalah non-probability sampling dengan tipe purposive sampling. Populasi dalam penelitian ini adalah 230 pelanggan showroom LGS dalam tiga tahun terakhir. Sedangkan sampel dalam penelitian ini adalah 70 pelanggan showroom LGS yang pernah melakukan pembelian berulang. Pengumpulan data dilakukan dengan menyebarkan kuesioner. Penelitian ini menggunakan pengolahan data regresi linier berganda yang telah memenuhi syarat validitas, reliabilitas, dan uji hipotesis parsial uji-t, dengan program Statistical Product and Service Solution (SPSS versi 24). Hasil penelitian ini menemukan bahwa experiential marketing dan emotional marketing berpengaruh signifikan terhadap loyalitas pelanggan di showroom LGS.
How Cultural Intelligence Develop Students’ Social Entrepreneurship in Indonesia? Rudi Yacub; Herlina Herlina; Irfan Sophan Himawan
Jurnal Economia Vol 18, No 2: October 2022
Publisher : Faculty of Economics Universitas Negeri Yogyakarta in collaboration with the Institute for

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (381.517 KB) | DOI: 10.21831/economia.v18i2.44488

Abstract

AbstractThis study aims to identify the ability of cultural intelligence, intellectual capital, and risk perception of students in the formation and development of social entrepreneurship. Students are expected to be able to help solve social problems following the goals of social entrepreneurship. This study uses a deductive approach and quantitative data processing using the Structural Equation Model (SEM). The sample consists of 612 respondents who are students from 11 universities in Indonesia who have taken entrepreneurship courses. The results show that cultural intelligence and intellectual capital had a positive effect on social entrepreneurship, while risk perception did not have a positive effect. This is because students prioritize the formation and development of social entrepreneurship rather than think about the shareable risks. Furthermore, this research contributes to universities and the government in developing social entrepreneurship in the community. Keywords: Cultural Intelligence, Intellectual Capital, Risk Perception, Social Entrepreneurship Bagaimana Kecerdasan Budaya Mengembangkan Kewirausahaan Sosial Mahasiswa di Indonesia? AbstrakPenelitian ini bertujuan untuk mengidentifikasi kemampuan kecerdasan budaya, modal intelektual, dan persepsi risiko mahasiswa dalam pembentukan dan pengembangan kewirausahaan sosial. Mahasiswa diharapkan dapat membantu memecahkan masalah sosial sesuai dengan tujuan kewirausahaan sosial. Penelitian ini menggunakan pendekatan deduktif dan pengolahan data kuantitatif menggunakan Structural Equation Model (SEM). Sampel terdiri dari 612 responden yang merupakan mahasiswa dari 11 perguruan tinggi di Indonesia yang telah mengambil mata kuliah kewirausahaan. Hasil penelitian menunjukkan bahwa kecerdasan budaya dan modal intelektual berpengaruh positif terhadap kewirausahaan sosial, sedangkan persepsi risiko tidak berpengaruh positif. Hal ini dikarenakan mahasiswa lebih mengutamakan pembentukan dan pengembangan social entrepreneurship daripada memikirkan resiko yang dapat ditanggung bersama. Lebih lanjut, penelitian ini memberikan kontribusi bagi perguruan tinggi dan pemerintah dalam mengembangkan kewirausahaan sosial di masyarakat. Kata kunci: Kecerdasan Budaya, Modal Intelektual, Persepsi Risiko, Kewirausahaan Sosial
Co-Authors Herlina Herlina Irfan Sophan Himawan Khaerul Saleh Maha Putra Mustajab, Wahyu Putra, Maha Saleh, Khaerul